Australian Business Coaching Club Newsletter - Donít Charge at Elephants

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Donít Charge at Elephants

In every sector there are 2 or 3 big guys, the elephants. Everyone knows them. They have marketing power. They have buying power. And yet, they are afraid of mice.

You canít beat an elephant by playing an elephantís game. You canít beat them on price. You canít out-advertise them. You canít offer the same range. Your distribution network will never be as extensive.

So how can you be like the mouse? The mouse scares the elephant because the elephant feels something happening between its feet, and it canít see it or stop it. What causes the business elephant to be most afraid is the personal service and customer relationships the small business mouse can provide.

Ever call a bank to fix a problem, and every time you call you get a different person, and even though they have recorded your information, they insist on going over the problem again, because they donít know you. What is the first thing they always ask you to do? Prove you are who you say you are. Makes you really feel important, doesnít it.

For big business, the personal relationships with their thousands of customers can never compare with the relationship you can have with your customers. Even when these relationships do occur, in big business, it is with the individual, not the company, so when they move, or leave, the relationship is broken.

While all this is well known, many small businesses act like big businesses and donít form the personal relationships. They are too busy, and they donít have a strategy to make this happen. When a mouse charges an elephant, there is only one winner, which is why, to stay alive, they must run rings around them

All you need to do now is to Empower yourself and take action ...

Have a great month.

Dr Greg Chapman - The Business Brain Surgeon
The Australian Business Coaching Club